Search changes (again); Search already changed forever in 2010. There is more to come in 2011, especially in the measure of authority. The old measure of inbound links will be enhanced with input from social networks, context and location, expert advice, preference matching and more. Search marketing will have to change to encompass content, social, information syndication and data mining. All suppliers and all OTAs will need to ensure that their SEO experts and agents are on top of this change. In addition to the changes in authority, search will change in how results are displayed;

Social media will challenge search and retail: the parallel rises of social media, customers asking more complicated (and open) questions online and consumers willingness to discuss and share everything openly and freely will drive through 2011 a change the way the industry attracts and retains customers. The traffic numbers of Facebook, Twitter, foursquare etc are all but unprecedented. But it is not their rise that is the story. The story is the consumer behaviour behind the rise of these products. Pick your metaphor - consumers have opened the kimono, dropped their pants or invited everyone in to their lives. Nothing is sacred. Everything can and will be shared. Marketing channels will need to be adjusted. Communications techniques changed. Customer care models and response times adjusted. Even sales channels will need to be reworked. Get ready for social search, book and buy; and

Mobile becomes a distinction without meaning: iPhone did for the smart phones what diet coke did for soda. It created a category, lifted other categories with it and made people buy more of everything around it. The consequence is that people are using their phones (and now tablets) while they are on the move and as a replacement for laptops. Mobile no longer means mobile. By that I mean people will sit in meetings, on couches as home, at the desk...anywhere...everywhere...expecting to be connected. Not caring if a device is called a phone, tablet or netbook. Just caring that it gets them the content or experience they want. The result is device platform discussions will move from "which product is this built for" to "is this compatible for all displays". Much like we now say that a site has to be web ready rather than differentiating between its readiness on FireFox, Chrome, Safari, opera and IE. The type of the device and whether or not it is mobile is now irrelevant. Mobile/PC/Tablet will be the different "browsers" of 2011. All code will need to be written in preparation for this.

Thanks for writing this. I really feel as though I know so much more about this than I did before. Your blog really brought some things to light that I never would have thought about before reading it. You should continue this, I’m sure most people would agree you’ve got a gift.

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